Voluntary Sector: Duchess goes on a Scouting mission

On 5 January, Clarence House announced that HRH The Duchess of Cambridge would volunteer on an ad-hoc basis with local Scout groups, with Portland brought in to spread the word.

Campaign: Kate Middleton Volunteers
Client: The Scout Association
PR team: Portland
Timescale: January 2012
Budget: £3,500

 

OBJECTIVE

  • To use the announcement to encourage more adults to volunteer their time.

STRATEGY AND PLAN

Portland positioned the Duchess' involvement as the perfect example of flexible volunteering for adults - if someone as busy as her can find time to volunteer then so can others. The team prepared a press release to run shortly after Clarence House's announcement. The media were offered images of the uniform the Duchess would wear and video footage, as well as an opinion piece by UK chief Scout Bear Grylls.

MEASUREMENT AND EVALUATION

Sixty-two national broadcast pieces were secured, including interviews with Scout leaders and Scouts on BBC Breakfast, Sunrise and BBC News at Ten. There were 75 regional broadcast pieces and more than 1,000 items online.

RESULTS

The number of people who submitted a volunteer application form in January 2012 increased more than six-fold compared with the previous year.

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